Real Estate Sales – What is the best time to make a sales call?

At Paramantra, it is our constant endeavour to share information that can benefit real estate sales & marketing professionals. A pressing issue faced by pre-sales and sales executives is lack of response on outgoing calls made to prospects. Another facet of this problem is that executives find it difficult to address all incoming calls received during the day. Real estate sales executives could be facing problems due to multiple factors, but the two key factors are time and resource.

To understand how time affects inbound/outbound call response trends, we analysed the sales call report of a real estate developer based out of India and possessing a large inventory with active projects spread across 4-5 cities. Real estate organisations can still analyse the projected data, even though it is subject to parameters of geography, company size and executive count. Enterprises can understand how timings at which calls are made and received, affect the overall engagement.

Incoming Call Trend

The incoming call trend report displays total incoming calls received and incoming calls answered. The trend displays that incoming calls peak between 11 Am to 12 PM. We also see that less than 50% off total incoming calls go unanswered. This means that organisations can effectively handle all incoming enquiries by hiring additional resource in sales teams.

Another important but overlooked aspect, is the frequency of calls received during the early morning hours, between 7 AM to 10 AM, and late evening hours, between 6 PM to 9 PM. Real estate organisations can specifically assign executives to address all enquiries made during these hours. This will help sales teams answer calls at all times.

Outgoing Call Trend

The outgoing call report displays data for outgoing calls made and outgoing calls answered. Data projections for outgoing calls show that calls peak 12 PM to 1 PM. While outgoing calls dip after 1 PM, there is a peak between 4 PM to 7 PM. Here again, we see that the team is able to receive only 50% of the total outgoing calls. It is also interesting to note that inbound calls and outbound calls tend to overlap during the peak hours. This overlap can reduce the overall performance of your sales team’s calling activity.

It is difficult for a single executive to handle both incoming and outgoing calls at one time. An effective way to make sure the overlap does not affect engagement with prospects is to delegate inbound/outbound calls between two exclusive teams. This division can help real estate sales teams address all incoming enquiries and better engage with prospects by increasing the number of outbound calls.

This data projection is not a definitive claim of strategies other organisations should adopt but gives an overview of how sales functions. More importantly, it helps real estate sales teams understand prospect behaviour and align their call process accordingly.